WPP has appointed Tyler Turnbull as CEO of WPP Creative in early 2027. He succeeds Jon Cook, the global VML chief executive who left the group after three decades.
Turnbull will join WPP from McCann, where he is currently global CEO.
WPP said he brings a strong record of transforming agencies, nurturing deep trusted client partnerships, building high-performing cultures and driving creative and commercial growth.
Before McCann, Turnbull spent 12 years at FCB, leading businesses in Canada, North America and globally to creative recognition and growth.
As CEO of WPP Creative, he will bring together WPP’s creative agencies VML, Ogilvy, Grey, Burson, AKQA, Landor and Design Bridge & Partner to drive growth for clients.
Turnbull will be charged with taking WPP Creative into its next chapter of growth by deepening the connections between its creative brands with WPP’s capabilities in media, data, production, commerce and technology.
“Tyler is a world-class leader with the ambition, global perspective and creative conviction to lead the next chapter of WPP Creative,” WPP chief executive Cindy Rose said.
“His appointment reflects our determination to bring together the very best of WPP for our clients, put creativity at the centre of growth and set a new standard for the industry. I am delighted that he is joining WPP.”
Turnbull said: “Together with our exceptional teams, my ambition for WPP Creative is to set a new standard for our industry: connected enough to bring WPP’s full strength to every client, distinctive enough to protect the unique magic and cultures of our iconic brands, and extraordinary enough to nurture the industry’s most creative talent as we drive meaningful business growth for our partners.
“The opportunity to lead WPP Creative at this pivotal moment is a tremendous honour. I look forward to partnering with Cindy, Jon and the agency leadership teams to unlock the full power of WPP for our clients and create the conditions for the world’s best talent to do the best work of their careers.”
A changing of the guard
Cook bid farewell to VML and WPP after 30 years of service. He helped guide and shape VML from an emerging digital agency in Kansas City into one of the world’s largest and most admired creative networks.
In 2024, he led the creation of VML through the combination of VMLY&R and Wunderman Thompson.
In February 2026, he was given additional responsibility as CEO of WPP Creative.
“This has been one of the hardest decisions I have ever made in my life. But after three decades of pouring everything I have into this agency and all of WPP, it is time to build something new,” Cook said.
Eric Campbell, currently CEO of VML and WPP Creative in North America, will become global CEO of VML in March 2027, while continuing as CEO of WPP Creative North America.
Campbell has been with VML for more than 25 years and has held central leadership roles, including President of VML, global president of VMLY&R, global chief Ccient officer and CEO of VML North America. Campbell will partner immediately with Cook to begin transitioning global responsibilities.
“Eric has been central to VML’s success for more than 25 years and has helped shape the client relationships, operational strength and culture that make the agency so distinctive. He knows this business deeply, he understands what makes VML special, and he has the trust of teams and clients around the world,” Rose said.
